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Do I Need a New Website for Inbound Marketing?

by | Feb 4, 2016 | Inbound marketing | 0 comments

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Are you ready to try inbound marketing, but worried it’ll mean a whole new website?

Doing inbound the right way can require a big investment and it’s easy to see why the idea of paying for a new website on top of everything else could be a nightmare.

Over the years, this has been a major concern for many businesses I’ve worked with, especially when budget was already tight.

However, you can stop worrying right now. The good news is, you DON’T need a new website for inbound marketing to be successful.

Below, I’m going to tell you what you need to know to get started with inbound using your existing website.

Why keep your existing website?

The truth is, I very rarely recommend changing an existing website at the start of a new inbound marketing campaign, and there’s very good reason for this.

When it comes to your website, it’s true that a new design may look impressive, but if you haven’t optimised it for inbound marketing, it most likely will not perform any better than your current one.

In fact, you’ll probably encounter exactly the same old problems as you had before.

The real difference comes from website optimisation: essentially finding out exactly what visitors need from your website, and then providing it.

In the past, we’ve managed to build very successful inbound marketing campaigns for our clients using their existing websites. One client in particular managed to increase his sales by 187% – with very minimal changes to his current set-up.

This did mean we were limited to his old design, but it just proves that inbound can still be successful without having to make any changes to your website’s layout at all.

The only time I’d recommend scrapping your old website and starting again from scratch is if you’re currently getting no traffic or conversions whatsoever.

How to optimise your website

The first step is to gather data on what’s actually working on your website and what isn’t. After all, a new design may look nicer, but it won’t solve your problems if the content and navigation is vague or confusing for visitors.

You can gather lots of helpful data by using tools such as Google Analytics and heat maps – the latter of which will tell you exactly how customers are behaving on each page.

Next, you need to make sure each page has a specific goal. Think about your visitors’ journey when they arrive on your homepage: where do they need to go next, and what’s the most logical step after that?

You also need to figure out if there’s any extra content or call-to-actions (CTAs) you need to offer in order to get them to take that next step – or if there’s anything else in their way that might be stopping them.

You’d be surprised how much of a difference can be made just by providing the right information at the right time – and it’s also much cheaper than the cost of a brand new website.

A new approach to web design

One of the best approaches I’d recommend is to invest in growth driven design for your website. It means that instead of changing your website all at once, you simply pay a monthly retainer to a company so that your website is looked at and improved upon section-by-section.

Each section will be changed, tested and improved on to grow along with your business – which in my opinion, is much better than paying £10 – £20k every few years for one static web design that’ll get tired really quickly.

Growth driven design means you’re constantly evolving to not only meet your own changing business needs, but also the changing needs of your customers.

Think of it as the smart way to do web design – kind of like A/B testing on a much bigger scale.

For more information, take a look at this website on growth driven design.

Conclusion

If you’re getting ready to sign up for inbound marketing, but are concerned it’ll mean paying for a whole new website; don’t worry. You can still run a very successful inbound marketing campaign with your existing website – and one of my clients even managed to increase his sales by 187% this way!

You should, however, be prepared to optimise your website for inbound marketing, which means basically analysing its performance and working out how your customers are behaving – and how that can be improved upon either with content, navigation or extra calls-to-actions (CTAs).

You should be thinking about improving your website gradually, so that it evolves with your business over time – this is known as growth driven design and is one of the smartest and cost-effective ways to handle website improvement. Sort of like A/B testing on a larger scale.

If you could change one thing about your website right now, what would it be? I’d love to hear your thoughts in the comments.

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